The "Year" of perplexed: to start again is my only choice

The disappearance of a year is much thinner. He admits to running 10 kilometers a day whenever he is under pressure. It is hard to imagine, when a large to the listing is very close, financing 7 rounds, staff peak when there are 13,000 people, the company encountered a series of storms, the last team only two hundred or three hundred person, the founder will face the heavy and choice.

For the past "birthdays" aging, these years have a variety of temptations, but also face various puzzles. "Some say you can choose that way, but it's my only option for me to start over again." "An exclusive interview with the Beijing Morning News reporter, aged said.

Looking for the "soul" of a shirt

For the first time since the zero.

End of August http://www.aliyun.com/zixun/aggregation/5031.html "> Beijing 798 about" a shirt "the conference thunder to many people, because the style is too like millet. This is the new departure of the van, with a variety of parameters to prove that the shirt is worth a thing. And the old style of speech in the outside world, there are too many founder Lei traces of millet.

But what is not known is that it was "stage fright" before the start of the conference. "Why do this speech, too tired." "Old ridicule said, for the preparation of the day's speech," are crazy! "He admits that every guest seven years has opened a large and small countless meeting, but this time, why feel so difficult?" It was difficult to cry all night before the meeting's colleagues. It was the first time that he and his crew had been in the office. In the preparatory stage, aged in order to introduce this shirt, from shaking baggage to textile knowledge, from the LEI redemption to respond to outside questions, more than 20,000 words of the content boil not know how many day and night. In fact, this should not have been difficult for the old man who had been editor-in-chief of the magazine and had marketed countless bestsellers in the era of network excellence, but this time, he had to pull down the old one who had made "every object", looking for millet-style internet thinking. The press conference is the beginning of the accumulation of word-of-mouth.

Apparently, the old man wants to use this shirt again to let the encounter of discrete companies find "soul", but also his first start after all zero.

The sequelae of rapid expansion

"We used to be so lucky that we forgot to be the root of our brand."

Looking back over the course of seven years, the biggest mistake of aging is to ask so many so-called professionals. "They came from the traditional clothing industry and thought I was a layman who didn't understand the costume, so I started to get out at the end of 2008," he said. "Old memories," in the past we were too lucky to forget to do the fundamental brand. ”

"2009, 2010, when you saw a glow on my face and a small belly." "he said. Get out of the first line, to bring the number of aging and the industry to give him unlimited honor. You know, every customer in the beginning of the Imitation object ppg, in March 2010 deserted, completely collapsed. In November of that year, every customer announced that 10% shares to the Tiger Fund, financing 100 million U.S. dollars, every customer leaped into a 1 billion dollar company.

And aging is not in the rapid expansion of the problem did not see. But what really made him realise the seriousness was not the backlog of inventory, but the size of the company. "July 2011, we have three offices in the Chaoyang District, plus more than 10,000 square meters." "I sometimes go to Beijing to see the guests near the two wells, and I will see every guest's staff in the next shopping mall." I suddenly realized that my staff had reached 13,000, which was completely unexpected. It made me realize that something was wrong. According to media reports, at that time, the backlog of the inventory of 1 billion yuan.

Positioning Small company entrepreneurs

"We're on the wrong track."

"It's hard for you!" "If you're not an entrepreneur, it's hard to imagine that two" old men "have this kind of verbal communication in the middle of the night. Old said that after the conference, a shareholder suddenly sent a sentence in the middle of the night. "No, we are on the right track," he replied. ”

"The investor said, ' We're involved, we're proud ', and that's a heavy sentence. "The present guest is a ' small company '," he said. ”

Ageing says future categories will continue to decline. "Every customer wants to do is to do a shirt, the future is to do the category is to do a pair of jeans, a pair of shoes, this is enough." "he said. This, of course, is in sharp contrast to the 10 billion sales of ashtrays, mops and rice cookers, which were confidently announced in early 2011.

In fact, more than 600 million dollars have been received, and investors and shareholders are also experiencing changes brought about by the dividend cycle, with 7 rounds of financing. And in the age of rapid expansion, there are investors questioned, how suddenly do so many things. But the old confessed: at that time marketing done too good, I told investors so much also made to avoid many things.

From the industry big guy to low position for small company entrepreneurs, aged, in the eyes of outsiders face a variety of pressure and at present see also play a big question mark of the future.

A man who used to run clothing electric dealers to the Beijing Morning News reporter such an evaluation of aging and its investors, from the entire industry, where the customer has been a leader, where the customer's mistakes, almost the entire industry made mistakes, this investors see very clearly.

Morning News reporter MS

Exclusive dialogue aged

This year, how to praise Lei is not too

Me and Lei are brothers.

Beijing Morning Post: In the most difficult time Lei received a new round of financing, and in the Millet 4 Conference site, Millet executive team almost everyone is three pieces of a set-black T-shirt, jeans and canvas shoes, how do you evaluate your relationship with Lei?

Aged: Two days ago the company's employees were talking about my relationship with Lei, and the result of their discussion was that it was a rare relationship that was difficult to express. In fact, I think we are good brothers. From the founder of Excellence, to the founder of every guest, and now, together through more than 10 years. I have said that I cannot praise lei for the past year.

Beijing Morning News: What is the lei in your eyes?

Aged: He is a well-meaning, demanding, must make a difference, and some naïve people. The reason is naïve, because in the beginning of the start of the 2009 millet, he saw every time I was carrying a bag mobile phone said, old you see, this mobile phone how how bad. Although I'm not interested in it.

Beijing Morning: Millet mode of the conference results you satisfied, will continue this style?

Aging: The way the press conference will continue. After the meeting, many partners frankly would like to listen to 15 minutes to go, because everyone is very busy, many people meeting is like this, but seriously listen to one hours. This is beyond my expectation. But there are a lot of details are not perfect, such as the day before the company staff deliberately for the press conference overnight paste box, but self-defeating, so that clothes have a great smell. Also like reviewing speeches, I found that I absent-minded a lot of points.

Next can make jeans

Beijing Morning Post: What is the next one to push what goods?

Age: It's time to do the shirts first. The next one may be jeans. (Standing up from a chair) I've been wearing jeans for 10 years, but I've worn jeans for more than a few days, but the jeans are comfortable and I've been wearing them all summer. Lei also wears this pair of jeans for four or five months.

Beijing Morning News: Already 45 years old, but now back on the road, there is a sense of crisis?

Age: There is no sense of crisis, though it will be five. I've seen a lot of eighty or ninety-year-olds still doing things with vigour. Lei is still like that. But we are too familiar with each other to feel the change.

I'm just talking about the product.

Beijing Morning Post: What would you write if you wrote a book to review the past?

Aged: I can only write products now, the other will not write. I have nothing to do with the product.

Beijing Morning Post: Talk about the past year's mental history.

Aging: Now is not the time to say this, now only talk about products. At some point in the future you might find a time to say it.

Beijing Morning Post: Do you ever think about retiring?

Aging: It is impossible to discuss this topic, you go on this road will have to continue to do.